On 5 October TikTok announced that GMV Max, its automated ad tool for TikTok Shop, now factors in affiliate commissions, coupons and referral fees. Until now it chased sales. Now it weighs what each sale costs you, so advertisers can "optimize for a true return on investment", in TikTok's words.
This matters most for shops that sell through creators. A sale that comes through an affiliate on a big commission, with a coupon stacked on top, earns you far less than its order value. GMV Max couldn't see that before. Now it can, so the return it reports should sit closer to what actually lands in your bank.
It's good news for the way we run TikTok Shop: a creator army posting every day, with GMV Max putting fuel behind whatever sells. When the tool understands commission costs, it stops rewarding content that looks busy but loses money and backs the content that pays.
TikTok hasn't said which markets get the update first, so watch your numbers rather than assume it's live in your account.